Diploma in Mobile Marketing Syllabus 2011 2012
ii Contents Syllabus 02 Syllabus Unit 1: Marketing and Consumer Behaviour 09 Syllabus Unit 2: Digital Marketing Essentials 12 Syllabus Unit 3: Principles of Mobile Marketing 19 Contact us
02 03 Syllabus Unit 1 Marketing and Consumer Behaviour Aims and objectives This unit aims to provide candidates with the skills and knowledge necessary in managing marketing communications and brand support activities within organisations. The unit explains the links between communications and marketing and provides knowledge of fundamental theories and techniques of research and consumer behaviour, and their application to marketing communications. Assessment methodology Assignment Learning outcomes On successful completion of this unit, students will be able to: Explain the role of the marketing plan and communications plan within the context of the organisation s strategy and culture. Outline the principles of marketing research, how data can be obtained through both primary and secondary methods and the strengths and weaknesses of qualitative and quantitative approaches. Describe the marketing planning process and the links between each stage of the process. Explain the role of marketing communications and how the tools of the communications mix can be coordinated effectively. Develop marketing communication plans and brand support activities based on an understanding of the salient characteristics of the target audience. Explain the importance of developing long term relationships with customers, channel members, agencies and other stakeholders and transfer such knowledge to the development of marketing communication activities. Assess various methods of evaluating, measuring and controlling tools in the marketing communications mix. Recommend suitable methods to influence the relationships an organisation has with its customers, any marketing channel partners and other stakeholders, using marketing communications. Knowledge and skill requirements Element 1: Marketing Principles (20%) 1.1 Explain the development of marketing as an exchange process, a philosophy of business, and a managerial function, recognising the contribution of marketing as a means of creating customer value and as a form of competition: An exchange process. A philosophy of business. A managerial function. Creating customer value. A form of competition. 1.2 Explain the importance of the marketing planning process and where it fits into the corporate or organisational planning framework: Delivering strategies and achieving marketing objectives. Budget planning. Implementation. Monitoring of timeline progress against schedule. Measurement of successful implementation. 1.3 Describe the structure of an outline marketing plan and identify its various components: Mission Statement and Business Plan. Marketing Audit/Situational Analysis. Opportunities/Issue Analysis. Objectives. Strategy, Tactics and Action Plan. Financial Implications. Controls. 1.4 Undertake a basic external and internal marketing audit: Macro environmental factors (PESTEL). Micro environmental factors. Internal factors. SWOT analysis. 1.5 Explain the importance of objectives and the influences on, and processes for, setting objectives: Corporate missions. Business objectives. Marketing objectives. Communications objectives. Creative objectives. 1.6 Explain the concept of market segmentation in both consumer and business-to-business markets: Segmentation, targeting and positioning. Segmentation bases. Requisites (must be accessible, identifiable etc). 1.7 Describe the wide range of tools and techniques available to marketers to satisfy customer requirements and compete effectively: Extended marketing mix (Product, Price, Promotion, Place, People, Process and Physical Evidence). Product (goods and/or services) quality. Branding. Communication through all the Ps of the extended marketing mix. Value propositions. 1.8 Develop an extended marketing mix to include additional components in appropriate contextual settings: Service sector. Private sector. Public sector. Business to consumer (B2C). Business to business (B2B). Charities. Internet only. 1.9 Explain the concept and importance of branding to customers in relation to the following:
04 05 Syllabus Unit 1 Marketing and Consumer Behaviour For identification. For differentiation. As an experience. As a symbol (or reflection) of lifestyle. 1.10 Explain the concept and importance of branding to organisations in relation to the following: Building a brand. Maintaining a brand. Building customer loyalty. Ethics and corporate social responsibility. 1.11 Demonstrate an appreciation of the need to monitor and control marketing activities: Marketing research and information. Primary data collection. The importance of KPIs and marketing metrics, reports, presentations and dashboards. Element 2 (10%) Basic research principles 2.1 Explain the elements of the research planning process: The stages of research using the marketing research mix (purpose, population, procedure, publication). Briefings (RFP). Proposals. 2.2 Describe the uses, sources, benefits and limitations of secondary data: The nature of secondary data. Planning desk research. Evaluation. Recording and reporting sources. 2.3 Explain the different methods by which primary data can be obtained and its uses, benefits and limitations: Research instruments. Methods of capturing data. Interviewing (face to face, telephone). Self-completion methods (online, postal). Observation (human and mechanical). 2.4 Outline the strengths and weaknesses of various qualitative research methods including: Depths interviews. Focus groups. The Delphi technique. Observation research. Grounded theory. 2.5 Outline the strengths and weaknesses of various quantitative research methods including: The omnibus and panel. Experimentation (hall tests, placement). Databases. Spreadsheets and survey software. Econometrics. Test versus control. Element 3: Communication, Advertising and Media the relationship with marketing (30%) 3.1 Define and explain the purpose of marketing communications in the following situations: To engage customers and stakeholders. Launch new products. Support brands. Maintain (or increase) market share. Develop retention levels. Encourage customer loyalty. Support internal marketing within the organisation. To differentiate, remind or reassure, inform and persuade DRIP. 3.2 Explain the advantages and disadvantages of the different promotional tools and media available: Advertising (TV, press, radio, out-ofhome, cinema, digital). Public Relations. Sales Promotions (Coupons, sampling, special offers). Personal Selling. Sponsorship. Direct/Digital Marketing (Search Engine, E-mail, Mobile, Web, Social Media, Affiliate). 3.3 Explain how the elements of a marketing communications plan link together using an appropriate framework: Contents of a plan (APIC, COSTAC). The importance of research data. How creative objectives are derived from communications objectives. Choosing appropriate tools cost, credibility, communications effectiveness and control. Resource needs (human, financial, time, materials and other). How plans are developed. How success is measured, including web analytics and social media monitoring. 3.4 Explain the tasks of each of the promotional tools within a coordinated marketing communications mix: To differentiate. To remind or reassure. To inform. To persuade. 3.5 Review how the effectiveness of promotional tools can be evaluated using marketing research and appropriate criteria: Cost, reach, audience. Questioning and observation/ physiological tests. Quantitative and qualitative methods. Usability testing. 3.6 Outline the key characteristics associated with push, pull and profile strategies: Push strategies (via distribution channel, trade promotions).
06 07 Syllabus Unit 1 Marketing and Consumer Behaviour Pull strategies (direct to customer, POS). Profile strategies (build interest of stakeholders, PR). 3.7 Develop a marketing communications plan using the communications mix to: Engage customers and stakeholders. Launch new products. Support brands. Maintain market share. Develop retention levels. Encourage customer loyalty. Support internal marketing within the organisation. Differentiate, remind or reassure, inform and persuade a specific audience DRIP. 3.8 Explain the main methods used to determine a marketing communications budget: Marginal analysis. Arbitrary. Affordable. Objective and task. Percentage of sales. Competitive parity. 3.9 Discuss the main issues concerning the use of marketing communications in an international and global context: Media availability. Culture. Religion. Education. Literacy. 3.10 Explain how marketing communications activities, media and campaigns can be evaluated: Questioning and observation/ physiological tests. Quantitative and qualitative methods. Pre-testing and post-testing. Tracking studies. Audience research (NRS, RAJAR, BARB, POSTAR). 3.11 Explain how marketing communications can be used to support brands in the following situations: Awareness building. Interest building. Loyalty building. 3.12 Identify the different classifications of brands and explain how brand strategy can be developed: Line extension. Brand stretching. Corporate branding. Generic. Own-label. Multi-branding. Element 4: Consumer behaviour (30%) 4.1 Demonstrate the fundamental importance of customers to all forms of organisations: Services. Non-profit. Public sector. Business-to-business. Consumer goods. 4.2 Explain the difference between consumer buyer behaviour and organisational buyer behaviour: Emotional versus rational factors. Size of purchase. Relationships. Complexity. Involvement. Perceived risks. 4.3 Explain the importance of various concepts in helping to understand purchase, usage and disposal of products and services, and how this knowledge helps develop communications strategies: Attitudes. Perception. Motivation. Learning. Personality. Class. Culture. Sub-culture. 4.4 Explain the importance of communication models in helping to understand how individuals can influence the effectiveness of marketing communications: General Model (Shannon/Weaver, Schramm). Learning hierarchy Model (Gagne). Dissonance-attribution hierarchy model. Low-involvement hierarchy model (Krugman). Model of campaign objectives and effects (Rogers and Storey). Hierarchy of effects model (McGuire). Group development (Tuckman and Jensen). Word of mouth (WOM), opinion leaders and opinion formers. 4.5 Describe the following concepts in decision-making and how they influence marketing communications: Source credibility. Involvement. Perceived risk. 4.6 Explain the Decision Making Unit (DMU) in relation to both consumers and organisations: Members. Similarities. Differences. 4.7 Explain the Decision Making Process (DMP) for consumers and organisations Consumer (Engel, Blackwell and Miniard). Organisations (Robinson et. al.). 4.8 Explain the need for effective internal communications to achieve the following: Creating good internal relationships. Establishing good customer relationships. Maintaining good customer relationships.
08 09 Syllabus Unit 1 Marketing and Consumer Behaviour Syllabus Unit 2 Digital Marketing Essentials Element 5: Channel Behaviour (10%) 5.1 Identify and explain how the communications mix (including digital media) can be applied to different marketing channels and situations in order to achieve marketing objectives: Primary, secondary and tertiary industry situations. B2C: fast and slow-moving consumer goods. B2B: fast and slow-moving industrial goods. Direct versus indirect sales. 5.2 Explain the role of marketing communication activities for use in the marketing channel in order to: Attract partners. Motivate. Maintain trust. Resolve conflict. Reinforce commitment and build satisfaction. 5.3 Appraise the use of digital channels for distribution and their impact on existing/ traditional channels: Multi channel. Ecommerce. Mcommerce. Dangers of disintermediation. 5.4 Demonstrate an appreciation of the need to monitor and control marketing channel behaviour using the following tools: Financial indicators. Non-financial indicators. Shelf space and facings. Aims and objectives This unit aims to provide you with the skills and knowledge necessary in planning digital marketing campaigns within organisations. The unit has three sections - campaign tools, their application, and monitoring digital marketing. More specifically, the unit covers Search Engine Optimisation (SEO), Pay-perclick (PPC), new and emerging advertising media, e-mail marketing, viral marketing, online PR, affiliate marketing and social media, digital metrics in the form of Voice of the Customer (VOC), A/B Tests and Usability studies, legislation, regulations and codes of practice. Assessment methodology Practical assignment Learning outcomes On successful completion of this unit you should be able to: Explain the importance of digital campaign tools, planning, implementing and monitoring digital marketing. Explain the role of the essential elements of digital campaigns and describe the links between each technique. Explain how each tool of the digital communications mix can be coordinated effectively. Evaluate a current digital communications campaign. Recommend improvements to a specified digital communications campaign. Explain how the digital communications mix can be measured and monitored effectively. Knowledge and skill requirements Element 1: Campaign Tools (30%) 1.1 Explain the role of digital marketing communications within the marketing mix: Product. Price. Place. Promotion. 1.2 Explain the principles of digital marketing campaigns: Definition. Objectives (awareness building, attitude change, take action, DRIP). Actions (to read article, place order, register, request information, make contact). Offline and online campaigns. 1.3 Describe hardware e-tools available: Mobile or handheld devices: mobile phones, laptops, two-way radios, PDAs, pagers. Fixed Appliances: telephones; desktop computers, TV, radio, kiosks). 1.4 Describe software e-tools available: Web pages, microsites, blogs, portals, web rings, links. Search Engine Optimisation (SEO). E-mail, SMS, MMS. Word Processing and presentation software.
10 11 Syllabus Unit 2 Digital Marketing Essentials Promotions: Coupons, sampling, vouchers. Element 2: Using campaign tools (40%) 2.1 Define and explain the e-marketing communications mix: Advertising. Public Relations. Sales Force. Sales Promotion. Viral Marketing. Other specific tools (sponsorship and others). 2.2 Explain the advantages and disadvantages of using different media in relation to digital marketing: Digital Press. Digital Television. Digital Radio. Digital Outdoor. Interconnected Networks (Internet, telephone networks). 2.3 Demonstrate an understanding of the application of different advertisement types available: Banners (skyscrapers, lingubots, etc). Interstitials and superstitials. Pop-ups (daughter windows). Web page intexts. Mobile texts. PPC Sponsored search engine results. Advertising affiliate and advertising networks. 2.4 Demonstrate an understanding of the application of different PR activities available, distinguishing between proactive and reactive: Webpage press room/virtual press kits. E-mail campaigns. SMS and MMS campaigns. E-zines, Newsletters and alerts. Discussion Groups. Weblogs/Blogs. 2.5 Demonstrate an understanding of the application of different automated and non-automated sales and support activities available: Automated (Natural Conversation Banners, shopping carts, automated repeat purchase settings). Real time online sales and support (by e-mail, instant messaging, phone). E-mail sales campaigns. SMS and MMS sales campaigns. Sales affiliate and sales networks. 2.6 Demonstrate an understanding of the application of different sales promotion activities available: Competitions. Incentives. Rewards. Advergaming. E-Coupons. Loyalty schemes. 2.7 Demonstrate an understanding of the application of different viral marketing activities available: Static (e-mail, text). Dynamic (blogs, videos, games). 2.8 Discuss the impact of legislation, regulations and codes of practice on digital marketing campaigns: Data Protection Act. Consumer Protection (Distance Selling) Regulations. Electronic Commerce Regulations. The Sale of Goods Act. Trade Descriptions Act. Element 3: Monitoring (30%) 3.1 Explain how the marketing research mix is applied to digital marketing and how metrics must match business, marketing and communications objectives: Purpose. Population. Procedure. Publication. 3.2 Explain the purpose of measurement for digital campaigns: To measure marketing productivity. To examine product, promotion, place, price decisions. To examine return on marketing investment (ROMI). To evaluate customer satisfaction and involvement. To measure market share and forecast demand. 3.3 Explain the populations measured in digital campaigns: Affiliate networks. Social networks. Customers and non-customers. Visitors. Others. 3.4 Demonstrate an understanding of the application of the procedures used for measuring digital campaigns: Primary and Secondary data. Onsite (Logfiles and Tagging). Offsite (panels, VOC). Experimentation (A/B Tests, Usability studies). Tracking studies. Conversion funnels. 3.5 Explain publication aspects of digital campaigns measurement: Reports, presentations and dashboards. Key Performance Indicators (KPIs). Importance of correct dissemination of data.
12 13 Syllabus Unit 3 Principles of Mobile Marketing Aims and objectives Mobile is the most widely used media channel globally, with over one billion mobile devices sold each year. The medium is referred to as always on and always connected and provides new ways for organisations and brands to connect with customers across all sectors. This unit will provide an introduction to good practice in mobile marketing and explore how it fits within the communications mix. It will also look at ways in which the channel can be maximised and how success in mobile marketing can be measured. Assessment methodology Work-based assignment Learning outcomes Upon successful completion of this unit, students will be able to: Define the concept of mobile marketing, and describe its evolution with respect to hardware, software, service provision, supply and as a medium for advertising and communication. Assess the range of opportunities that a mobile environment provides to marketers. Assess the reasons why mobile devices are used and the resulting impact on marketing communications decisions. Plan and evaluate mobile marketing activities. Design and develop a marketing concept using a mobile application. Describe future developments in mobile marketing. Knowledge and skill requirements Element 1: Definitions and evolution of mobile marketing (15%) 1.1 Explain the various hardware and handset types that are associated with mobile marketing and differentiate between them on the basis of their suitability for specific marketing communication decisions: Smartphones. Tablet computers (e.g. ipad 2, IPod Touch, Playbook, Galaxy, Motorola, HP). PDAs. Hardware features (touchscreen or keyboard, screen size, camera, geolocation, etc). User experience/interface. E-readers. Others. 1.2. Explain the various software and services associated with mobile technology and differentiate between them on the basis of their suitability for specific marketing communication decisions: Internet connectivity (4G, 3G, Wifi, Cloud). Mobile internet browsers. Apps versus mobile browser sites (pros and cons). Mobile and voice-activated search. Free or paid apps. Mobile operating systems/platforms (ios, Android, Windows, etc). Appcelerator. HTML5. Adobe Flash. Multi-tasking, sync and software/app integration. SMS, MMS. 1.3 Explain the interrelationships between the players in mobile marketing Handset suppliers/manufacturers: Service providers (Carriers/Operators). App designers, developers and publishers. Operating system owners (Android, Windows, Apple). Advertisers. Mobile and Advertising Agencies. Media owners and ad networks. Independent content providers/ creators. Analytic and media monitoring specialists. Mobile payment providers. 1.4 Explain the advantages and disadvantages to the marketer of using buying networks: Ad exchanges. Search advertising buying points. Public and private App stores. Social media. Premium publishers. MMS/SMS. 1.5 Assess the reasons why mobile devices are used and how these factors influence marketing communication decisions: Communication (Phone calls, Texts, Email, Skype/VoIP, Chat). Downloading apps. Games and geo-location. Portable media player. Shopping, Money transfer. Travel facilitation. Social networking. Sharing video and photos. Productivity diary, note taking, calendar and reminders. Alarm clock. Reading, news. Access financial and banking information. Navigation. 1.6 Evaluate why mobile might be used as a medium over other more traditional forms of advertising, and when it might be integrated with other more traditional forms: Build awareness. Start a conversation and continue engagement. Crowd-sourcing ideas. Lead generation. Set up competitions and rewards. Create personalised brand experience/ one to one communication. Engagement and retention. Transactions and revenue generation.
14 15 Syllabus Unit 3 Principles of Mobile Marketing Market feedback and service improvements. Cost savings. 1.7 Describe the impact of Regulatory Bodies and Codes of Practice on mobile marketing including the following bodies: Legislation and voluntary codes. Mobile Marketing Association. The Mobile Data Association. The Direct Marketing Association. EU legislation eprivacy directive 2011. CIM, ASA and others. Internet Advertising Bureau. Element 2: Marketing opportunities using mobile technology (40%) 2.1 Describe the features and potential benefits to the marketer of different mobile advertising display formats including: Banners. Interstitials. In app ads. Mobile ads. Mobile video ads. Interactive ads. 2.2 Describe the features and potential benefits to the marketer of different mobile advertising non-display formats including: Inline and text links. Search results (text, voice, image input and output). Affiliates. Geo-targeting. Email marketing. SMS and MMS marketing (bulk, opt-in, premium PSMS). Common short codes. Social media placements. 2.3 Explain a range of mobile optimisation strategies including: Landing page for mobile. Consideration of user capabilities and demographics. Consideration of device (screen type and size etc). Design features. Content strategy. Ease of use/experience. Industry standardisation (Operators, Manufacturers, Service/Content). QA analysis/customer audits. Click to call. 2.4 Assess the ways that precise targeting can be achieved in mobile marketing: Local (coupons and vouchers and classified ads). Behavioural (profiling, preferences, degrees of privacy). Viral campaigns. Event management. 2.5 Explain proximity-marketing opportunities in the context of the overall marketing mix. Augmented reality. Bluetooth. QR/2d bar codes. Surface. Pattern. Outline. Location based targeting (Gowalla, Foursquare). Geo-fencing. Hologram. 2.6 Explain how mobile marketing can be integrated with other communications media including: Multiple media use. Voting and TV rating (eg SMS to win). Multiple mobile feature use. Sales promotion techniques. SMS follow-up to email/social campaigns. Element 3: Plan and evaluate mobile marketing activities (35%) 3.1 Explain the steps involved in developing a mobile marketing plan: Discover needs and wants of target audience. Set KPI s and campaign metrics. Put delivery team in place. Design or obtain software to satisfy needs and wants. Choose context for contact. Consider use of ad network to drive app download. Make contact and create a call for action. Monitor the direct and indirect effect of the activity. Enhance and improve for the future. 3.2 Explain how the customers needs and wants that relate to mobile marketing can be identified: Customer profiling (gender, age, preferences). Recency, frequency, reach, transaction history/trends. Research secondary sources. Research primary. Data capture. 3.3 Explain what is involved in designing or obtaining software to satisfy customers needs and wants and how problems can be solved using creativity: Streaming content. Designing Apps single or multiple platforms/operating systems. Designing mobile-optimised websites. Outsourcing design. Criteria for partner selection. Process definition and development methodology: - Brief and estimate issued. - Full system requirements specification and itemised quote. - Development schedule agreed and contract signed. - System technical specification defined.
16 17 Syllabus Unit 3 Principles of Mobile Marketing - Application artwork created. - Development phase. - Testing and user-testing. - Amendments. - Submission to App store/publisher for approval. Consider impact of top/featured lists in app stores. 3.4 Explain how a context for contact might be selected to meet various communications objectives: Advertising. Search. App. SMS/MMS. Designing emails for mobile devices. 3.5 Explain how mobile marketing activity can be implemented through the creation of a call for action: Links. Touchscreen or traditional. Add to cart. Permission based alerts. Mobile distribution models light, free, premium, try before you buy. Click to call. 3.6 Identify ways that the direct and indirect effects of mobile activity can be monitored: Web analytics (for mobile). Social media monitoring. Download counts of apps. Use of analytic vendors. Predictive analytics. Mobile cookies. Call centre interactions (click to call, callback requests). Element 4: Trends in mobile marketing (10%) 4.1 Explain the potential developments in collective/group buying and how this affects the development of mobile marketing activity: Discounting. Real-time. Group auctions. Yield and inventory control for advertisers. Targeted sales promotions. Seasonal offers. Sector-specific. Impact on brand positioning. 4.2 Describe developments in payment systems on mobiles: Paypal. Google checkout. Non-mobile checkout options. Near-field communications (NFC). Mobile wallet. Data encryption and security factors (2 step authentication). Cross-media systems (Zong, etc). 4.3 Describe the potential advances in research and development in relation to mobile marketing: Research Apps and Panels. Consumer generated research output. Co-created new product development. RDC centres, knowledge clusters and universities driving innovation. 4.4 Explain the development of the mobile cloud eco-system: Definition of the mobile cloud. Players in the cloud eco-system. Commercial benefits of the mobile cloud. Mobile cloud 4G. 4.5 Describe the rise of m-commerce. Definition of m-commerce. Strategy and setting goals (Buy and Build). Device prioritisation. Re-purposing current technology. The role of the mobile development officer.
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